Salv Global Launch
[1]
[2]
Pealkiri:
Salv Global Launch
Toode:
Klient/Reklaamija:
Salv
Aasta:
2020
Kategooria:
Suhtekorraldus / Korporatiivkommunikatsioon
Esitaja:
Miltton
PR strategist
Mari-Liis Kitter
PR strategist
Kaspar Jõgeva
Description of the project
Our task was to put Salv on the map for stakeholders at financial institutions primarily in the Baltics, but also ring the bells of decision-makers at international conglomerate banks. The main question was: does Salv have enough messaging power for the international stage? The challenge was finding and balancing our messaging power with delicate comme-il-faut line relevant for the financial sector. Salv was ready to sound disruptive, but the disruptiveness had to base on facts.
After screening out the messaging power, we discovered relatively strong tools to play with. As former engineers of Skype and TransferWise composed the team, we could play on expertise. We also had the tailwind of global media initiated by Danske scandal within our disposal. Next, public research data referred that only 1-2% of global money laundering is presently detected. It indicated to incapabilities of AML regulations developed by the regulators. Finally, we had a seed-investment round of $2M to be collected by Salv.
We were aware of TechCrunch house rules not to publish funding news under $5M. We were well below this benchmark. We decided, that only those messages elaborated into a concise story carry enough messaging power for a big bang. A strong PR-release, a targeted PR-event and exclusive rights to publish the news story at respective markets might do the trick, and the story could then snowball further. On top of that, we prepared a press release targeted primarily to fintech editorials around the world.
The outcome? Estonian venture capitalists nominated Salv as the most promising Estonian startup of 2019. Startup Estonia chose Salv's launch as the "Big Bang" of 2019 in the Estonian startup scene. Around a hundred news stories were published, including top tier channels in the Baltics – Eesti Ekspress, Dienas Bizness, Verslo Žinios, and multiple international top tier channels as ZDNet, TechCrunch, Yahoo Finance, Tech.eu, and the world's 5th most visited website 腾讯新闻客户端.
Short summary of the project
A stealth-mode AML startup Salv planned a global launch with a limited budget. We expected to reach a slot at global top tier tech media and in the Baltics, that's the firsthand testbed for Salv. Outcome? A beautiful tech buzz. Over a hundred news stories were published, including ZDNet, TechCrunch, Eesti Ekspress, Dienas Bizness, Verslo Žinios, and the world's 5th most visited website 腾讯新闻客户端.